Living the Dream with Curveball

Navigating the Supplement Surge: John Smiddy's Blueprint for Success in a Competitive Market**

John Smiddy · January 14, 2026

Entrepreneur · Wellness · Executive Coach · Leadershipin

Interview with John Smiddy

Navigating the Supplement Surge: John Smiddy's Blueprint for Success in a Competitive Market**

Podcast: Living the Dream with Curveball

January 14, 2026 · 42 min

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Navigating the Supplement Surge: John Smiddy's Blueprint for Success in a Competitive Market**

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Living the Dream with Curveball

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Key topicsIf your ads aren’t converting, the problem isn’t the platform-it’s the funnel.Many operators blame ad channels when ROI drops, but the real leak is in how audiences are nurtured. John unpacks his “awareness-to-subscription” model: most traffic isn’t ready to buy immediately, so brands must educate, retarget, and convert gradually. He shares how data on subscription transition rates and tenure can guide smarter discounting and LTV growth. Why 90% of supplement launches failThe majority of new supplement brands crash because founders chase quick sales instead of building real connection. They launch with ads before they have a credible message, an audience that trusts them, or a plan for repeat sales. John explains why slowing down-validating your story, understanding your customer, and designing for retention-creates the 10% that actually survive and scale. Most supplement brands fail because they rush to scale before mastering the basics.The supplement industry offers huge opportunity-but it’s unforgiving. Many founders leap straight into ads or fulfillment without the groundwork that makes a brand sustainable: compliance, positioning, and retention. John teaches entrepreneurs how to de-risk early decisions by defining their customer, crafting compliant claims, and starting with a focused, minimum viable product. His approach turns guesswork into strategy-helping brands grow safely, profitably, and built to last. View all topics →

About John Smiddy

Supplement Brand Builder and Founder of NutraMarketers, Helping Founders Launch and Scale

20+ years Award-winning marketing experience2× Best-selling author200+ Supplement products brought to marketNine-figure revenue Contributed across supplement clients

John Smiddy helps founders turn supplement ideas into profitable, lasting brands. His marketing roots go back to life on tour as a sponsored musician, where he learned guerrilla tactics by getting Skullcandy headphones straight into fans’ hands. That early experience taught him how to create genuine engagement—how to connect product, audience, and timing so that marketing actually moves people. He carried that lesson into advertising, where campaigns had to deliver results or lose the account. Today, he brings that same results-first mindset to supplement founders navigating one of the most competitive industries online.

A chance referral to a supplement manufacturer in 2016 opened a new path. John quickly saw that the supplement world needed more than catchy ads—it needed complete strategy: compliance, positioning, and retention working in sync. Since then, he’s helped over 200 products reach market across Amazon, DTC, and retail, contributing to nine-figure client revenue.

As Founder of NutraMarketers, John built a team dedicated to helping experts turn their credibility into sustainable growth. He works with physicians, coaches, and creators who want to expand beyond their daily work and build product-based revenue streams—without compromising the trust that defines their relationships with patients, clients, or audiences. His work helps them translate expertise into products that align with their values and deliver measurable impact.

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In this powerful episode of Living the Dream with Curveball, we dive deep into the themes of disability, resilience, and belonging with two remarkable guests: Jennifer Chassman Browne, an educator and disability advocate, and Keisha Greaves, a motivational speaker and founder of Girls Chronically Rock. Together, they share their personal journeys of living with disabilities and how they've transformed their challenges into platforms for empowerment and advocacy.

Jennifer discusses her experience with rheumatoid arthritis and how it reshaped her identity and advocacy work, leading her to author the book See Us, Know Us: Profiles of Disability, which highlights the diverse stories of individuals with disabilities. Keisha shares her journey with muscular dystrophy and the inspiration behind her brand, Girls Chronically Rock, aimed at uplifting and motivating others in the disability community.

Listeners will gain insights into:

- The importance of storytelling in building empathy and understanding

- How to foster a sense of belonging for individuals with disabilities

- The misconceptions surrounding disabilities and the capabilities of those who live with them

- Strategies for building confidence and community connections

- Upcoming projects and initiatives aimed at advocating for accessible housing and resources for the disabled community

Join us for an enlightening conversation that challenges perceptions and inspires action. For more information on Jennifer and Keisha, visit their respective websites: www.jenniferchassmanbrowne.com and www.girlschronicallyrock.com

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Guest: John Smiddy

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